Consultancy Report about ( coca cola ) Essay Example | Topics and Well Written Essays - 3000 words

Consultancy melodic theme about ( coca cola ) - Essay ExampleIn this report, the merchandising elements (i.e., foodstuffing mix) of this Company as of the year 2009 and earlier shall be explored and specific strengths and weaknesses noted in order to arrive at a recommendation for possible changes in the marketing thrust of the firm. For the purpose of this study and to better incorporate the customer focus of contemporary market research, the expanded version of the marketing mix the seven Ps framework go away be employed to establish the merits of the marketing strategy of Coca Cola. The seven Ps are namely Product, Place, Price, Promotion, with the inclusion of People, Process and Physical (tangible) evidence. Part 1- The macro and competitive environments The marketing strategy and performance of the company is best seen in the light of the macroeconomic setting prevailing at the present time. Figures presented are until 2009 performance inasmuch as 2010 full year data have not further been released. Source The 2010 UK Soft Drinks Report, The British Soft Drinks Association The data gathered for the fruity drink manufacture in the UK presented in the table above shows the delicate drinks consumption figures for the years 2003 to 2009. The data shows that there has been in general only a slight increase in the total volume of consumption, as hygienic as the volume consumed per person. The value of product consumed, however, rose consistently, indicating that a rise in prices (value per litre) of soft drinks products from unrivaled year to the next has had little effect on the consumption patterns of individuals as well as the corporal market. This is favourable for the industry, showing the price elasticity to be relatively inelastic and ensuring that a steady inquire may be expected well into the future. The next graph below, from the same U.K. soft drinks report, shows the graph of the one-year percentage change in the consumption of differe nt types of soft drinks. Covered under the category of soft drinks are bottle water, carbonated (so called sizzling) drinks, dilutables, fruit juice and juice drinks (not shown are tea, coffee, and a fewer other soft beverage products). The downward convergence of the different soft drinks products are indicative of a general slowdown in the growth of the market in the U.K., pointing to the possibility that the industry is arriving at the matureness stage when the growth will continue, but at a lower rate. With market maturity will come shakeout of the industry, where weaker competitors are likely to retire. Source The 2010 UK Soft Drinks Report, The British Soft Drinks Association The following 2 pages contain the tables for the PESTLE and SWOT analysis of the company. The strategic positioning of the company indicates a strong market presence, but with concerns that may impact on its market performance efficiency. PESTLE ANALYSIS The next both tables were the results of studies by the 2010 UK Soft Drinks Report by the BSDA. Carbonated drinks (so-called sparkling soft drinks) commands the largest market share at 42%. The type of soft drink with the second largest share comprises only slightly more than half(prenominal) of carbonated drinks. This makes Coca Colas leading brand particularly well positioned to dominate the soft drinks market. There is also significant demand for drink variants that have low calorie content or those that have no sugar, which dominates